MUMBAI: It is not just the newly launched news channels that are into high profile media campaigns. The Beeb is doing some of its own - across five cities at that.

BBC World is launching the new media campaign highlighting the BBC's "impartiality and expertise" in news coverage, a company release says. The campaign focuses on the channel's core strengths with messages such as 'Everyone has a point of view; we make sure you see them all', 'One thing we never do is take a story at face value', and 'With our global coverage, news knows no boundaries.'

BBC World head of marketing Seema Kotecha is quoted in the release as saying, "We received an overwhelming response from audiences across the globe for BBC World's exemplary coverage of the recent Iraq crisis. Add to that, the ratings from TAM in India and other media research sources like AC Neilsen, and the global Peoplemeter have been testimony to BBC World's growing audiences. This media campaign reminds audiences that the BBC's international standards ensure a balanced, thorough examination of every story, from every point of view."

The campaign targets the channel's core audiences in five major metros of the country, the campaign includes print advertisements in India Today and Business Today complemented by a competition on pre-paid postcards inserted alongside the ads. The contest offers participants a chance to win a large-screen digital TV and exclusive BBC World merchandise for 100 lucky winners. Translites at major airports in Mumbai, Delhi and Bangalore will target the section of air travellers, while hoardings in Mumbai and mobile vans traversing across Delhi reach out to the large audiences in these metros. The campaign runs for the months of June and July.